rights movement, i argue in my book, they have a lot to to with civil rights movement. john: what? >> branch rookie built a, empire, st. louis cardinals, a anti-new deal republican, a fierce businessman he built a championship series, he had st. louis browns, he had aking negro league team,. john: that is baseball? >> baseball, he could not let blacks into the baseball. he had jackie robinson in nsas city, he saw all of the talent out there other people would not hire, they were punishing themselves for their racist acts and so, he with -- dodgers they won championships, cardinals did not hire a single black player until 1958, and they lost their championship. john: people hired black players because it was good for says. >> good for business. john: at the time government was racist. d forcing jim crow, and southern businesses fought that? >>yeah, you know, government was branch rookie's problem, he had to escape the government of missouri to go to new york city with the brooklyn dodgers, down south, companies like pepsi who advertised to black consumers,. john: we have